The first British medal winner at the London Olympics had a moment in the spotlight yesterday — and she used it to attack the “overwhelming sexism” in sport.

With a silver medal hanging around her neck after a thrilling road race, Lizzie Armitstead, 23, said that it was hard not to become disheartened by the low profile and lack of investment in women’s cycling and women’s sport in general. Sky has poured millions of pounds into the hugely successful men’s road team, as well as sponsoring British Cycling, but Armitstead believes that the sport’s governing body should compel sponsors to build